• by Karlene Lukovitz  @KLmarketdaily, December 2, 2016

Popeyes Louisiana Kitchen has launched an online football hub, with a two-phase engagement strategy. 

Dubbed “Football is Better With Popeyes,” the mobile-optimized microsite, powered by the HelloWorld marketing platform, “celebrates how Popeyes and football go hand-in-hand,” says the brand. 

Phase one of the campaign, running through Christmas Day, focuses on college rivalries and playoffs. Fans are being encouraged to participate in a series of Popeyes-themed polls and post photos on social media to earn points. 

After Christmas, the points will translate into chances to win a trip to the Bahamas. 

Popeyes is the official sponsor of the “Popeyes Bahamas Bowl” on Dec. 23, in which Old Dominion University and Eastern Michigan University are set to square off. The brand will release new content on the promotional microsite ahead of that game, on Dec. 19. 

Phase one also includes a football-themed instant-win game, with chances to score sports-related prizes.

Phase two, to run from Dec. 26 through Feb. 5, shifts to focus on pro football. NFL legend Jerry Rice will appear in TV spots and social posts encouraging fans to share their “Wing-o-Vations” for game-day spreads. 

Instant-win games during this phase will offer chances to win a Popeyes tailgate prize pack, including a custom tailgate golf cart in the colors of their favorite team.

During both phases, participants can earn more chances to win prizes by following Popeyes on social media to uncover keywords to enter in a “secret playbook,” and by sharing themed photos.